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Reflecting back on this post from a year ago….branding in a time of thrift, aka the “spend shift.”

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I’ve heard stories about the Great Depression and WWII economy from my family. Losing the family farm just before President Hoover changed policies so that loans were more accessible, my grandmother later described feeling “very lucky” that she never had to dress her kids in flour sacks. It could always be worse, as they say.

Eating ketchup sandwiches sounds like a novel idea to my kids, but it was less than romantic for my mom in the early 1940s when nutritious food was rationed. Ketchup is not a vegetable, despite what Ronald Reagan and the USDA said in 1981.

But this post is not really about flour sacks or ketchup sandwiches. It is about a set of hard-core self-determinism and conservative (I am not talking politics here) values that got us through those tough years. And apparently the American consumer is returning to a model of saving rather than spending, focusing on time with family and friends rather than outward-oriented and ambitious ideas of success, and more consciousness for community benefit rather than self-aggrandizement.

What’s really important in life: continued acquisition or living more simply? Is it better to encourage my son to save his money for the newest video game system or sock it away for something he may need in the future? Does it matter, in the end?

I heard an interesting talk by consumer expert John Gerzema at the Inc. 500 conference in D.C. over the weekend. Look at my twitter feed or search on #werthinc for my posts on his talk and others’. His discussion prompted me to buy two of his books, Spend Shift and The Brand Bubble. This is a man standing atop mountains of data gleaned from tens of thousands of consumers, all telling a story about buying behavior in the past and predictions for the future. It’s fascinating stuff.

This quote stood out for me: “As we stopped acquiring, we became more inquiring.” Apparently, 68 percent of Americans now have library cards — the highest number ever. I like this, although browsing in a library is different now. I like browsing books online and “buying” the free books from Amazon for Kindle. There are a lot of classics there gratis.

Here’s another: “The badge of awesomeness means being more nimble, adaptable and thrifty.” I’ve been on both sides of the coin here. I’ve had my moments of being shopaholic. Once I spent three hundred dollars in one trip at a Banana Republic for things I really didn’t need. My three hundred dollars didn’t take me far, but that was three years ago and I’m still wearing the stuff, except for one wool sweater that mistakenly was washed and put into the dryer. My daughter could wear it for a year, but soon it was too small for both of us. It’s been relegated to the doll-clothes container.

On the flip side, I decided that I wasn’t going to break the bank for the Inc. 500 conference formal. Not regularly attending such highbrow events, I needed to buy a gown and all the trappings. So here’s how I approached it:

A seed beaded cuff I bought for $15 from the Columbus Museum of Art gift shop several months ago.

Grand total: $65. And I will totally wear that dress again. It fit great and made me happy because the price tag was my secret. Both my grandmothers would be proud.

So there you go, John Gerzema. I am looking forward to reading both books, but as you might guess I’ve started with Spend Shift. I’m hoping to unlock some new learnings to help communicate with this new brand of consumer. I can see applications here for work and home life.